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Modern Millennial Family

Delivered June 7th, 2019. Contributors: akshitha and

Part
01
of two
Part
01

The Modern Millennial Family

Modern Millennial family is a nuclear family with parents and children and is accelerating towards “Co-parenting” rather than restraining to traditional married couples with Kids. This is because of same-sex marriage and cohabitation trends.

TRADITIONAL VS MODERN MILLENNIAL FAMILY:

  • Previously, about 2-3 decades, the structure of the family was adult-centric, and the family used to have three generations, such as grandparents, parents, and kids. However, the modern Millennial family is a nuclear family with parents and children.
  • Modern Millennial family is trending towards LGBTQ parents, and the percentage of married couples is reduced to 68%. This has resulted in an increased number of children who are raised by same-sex parents.
  •  Pets are becoming part of the modern Millennial family instead of children.
  • There is an increase in cohabitation culture among Millennial as 80-90% of them either want to marry once or never.
  • Around 4 million Millennial women are planning to become single mothers.

DEMOGRAPHICS

  • The modern Millennial family consists of older Millennials. The reason is that Millennials delay getting before getting married. Also, many Millennial women plan to have their babies children after they are 30 years.
  • The household income of a Millennial family is $69,000, and 78 % of women in the Millennial family are working.
  • Most of the Millennial parents have a higher education degree compared to other generations.
  • The average number of children for Millennials parents is 1.9
  • Only 46% of Millennials are married.
  • "As of 2016, there are 4.2 million" Millennials cohabiting-couple households.
  • About 4 million Millennials households are made up of single Mothers.
  • The ethnic breakdown of Millenials families as reported in 2013 is as follows: 12% African American, 16% Hispanics, 61% Caucasian, and 11% minority population.
RESEARCH STRATEGY:
Initially, we searched for information on the definition of a modern millennial family, but could not locate any pre-compiled statement to define it in various generational surveys, millennial articles and reports such as Pew research, Impakter, Forbes, BGSU, MIUC, among others as most of the information are on millennials in general. So, we garnered multiple sources which have insights on modern millennial family and framed a definition for modern millennial family.
Next, we looked for information on comparative analysis of the current structure and dynamic of the modern millennial family to that of 2-3 decades ago. We looked through surveys, news articles, media publications, and other relevant sources that discussed millenials parenting. The information we found was focused on millennials in general and not specific to modern families. We then decided to expanded our scope and searched for information published more than 24 months and were able to find valuable insights on the ethnicity, modern millennial family structure and demographics of modern millennial family which we have presented in findings section above.


Part
02
of two
Part
02

The Modern Millennial Family - Shopping Experiences

Modern millennial families are tech savvies,’ and they prefer to purchase products in-store after comparing product reviews, prices, coupons, and deals online.

MODERN MILLENNIAL FAMILY

MODERN MILLENNIAL FAMILY BEHAVIOUR

MILLENNIAL PARENTS

  • Millennial parents are tech savvies’ so they prefer to purchase products in-store after comparing product reviews, prices, coupons, and deals online.
  •  78% of millennial parents check prices online and 71% are likely to write a review after purchase.
  •  86% of millennial parents prefer same day delivery and are likely to pay more for it.
  • Millennial parents are more loyal to their brand compared to other generations, and 40% of these parents choose subscription services (40%) for uninterrupted supply at discounted prices.

SINGLE MILLENNIAL MOTHERS/ MILLENNIAL MOTHERS

  •  43% of millennial mothers research with the use of a smartphone before purchasing and 22% choose to purchase online.
  •  51% of millennial mothers choose product recommended by other millennial mothers, and only 35% choose recommendations from experts.

LGBT HOUSEHOLD

  • LGBT households spend more on online shopping (35%) more than non-LGBT households.
  • LGBT households do 10% more shopping trips annually than non-LGBT households.
  • They prefer to shop at specialty retailers such as the Military channel. 
  • They also prefer to shop in department stores and dollar stores. 
  • LGBT households shop more in pet stores (32%), bookstores (72%), Liquor stores (55%), and Convenience stores (35%).

EXPECTATIONS FROM PHYSICAL RETAIL STORES

MILLENNIAL PARENTS

  •  72% of Millennial Parents prefer physical retail stores as it makes it easy to compare products (48%), deals (43%), budget goals (65%), quality-check (63%), and children’s choice (60%).
  •  10% of Millennial parents prefer in-store shopping as they can take second opinions from various salespersons.
  •  74% of Millennial parents choose an in-store based on coupons and discounts.
  •  64% of them also choose products based on coupons and discounts on the products.
  •  80% of Millennial parents might change their mind f they feel that they might find a cheaper product at another store without feeling guilty about their loyalty to the brand.

SINGLE MILLENNIAL MOTHERS/ MILLENNIAL MOTHERS

  •  80% of millennial mothers quote that safety is their highest priority over price.
  •  50% of them prefer products with Whole ingredients.
  •  65% of millennial mothers check on deals before buying a product.
  • Millennial mothers also prefer stores which have bargaining options instead of fixed prices, and they also prefer to check the product physically.

LGBT HOUSEHOLD

• 74% of LGBT households prefer brands that support their cause.
• 87% of LGBT households choose brands that give workplace benefits to LGBT.
• 71% of LGBT households remain loyal to an LGBT friendly brand over any other brands with cheaper prices.
• 47% of LGBT households prefer brands who exclusively advertise towards a gay audience.

Research Strategy

We started the search by looking for pre-compiled information about the shopping behavior of modern millennial families. We looked into reports and press releases in reliable sources such as CS News, Emarketer, Apparelmag, Forbes, Pew Research, and others. However, we could not locate such information in various surveys or reports. Most of the information we found was about millennial shopping behavior in general.

We then searched for information on the shopping behavior of millennial parents, millennial single mothers, and millennial LGBT parents/households as mentioned in the previous request. We were able to locate multiple insights on millennial parents regarding their shopping behavior and their expectations of physical stores. Furthermore, most of the information is specific to millennial mothers, rather than millennial single mothers, so we assumed that the information on shopping behavior might not vary between both groups.

We also searched for information on millennial LGBT parents/households regarding their shopping behavior. We looked into various LGBT reports, surveys, and articles such as HuffPost, LGBT survey, Experian, Research Gate, and others. However, we could not find any information regarding this specific topic, as most of the information is on initiatives and other general statistics about the LGBTQ community. As there were no data to be found in survey/ reports, we then looked into leading LGBT-friendly companies, client preferences, and shopping behavior in websites such as Comcast, Nike, Macy’s, Fairygodboss, and others. In this search, we found a list of LGBT-friendly companies, their initiatives, and campaigns but nothing specific to customer traffic.

Lastly, we decided to expand the scope of our search beyond 24 months. We also searched extensively in LGBT support organizations, and social media handles. We also looked for paid reports in various sites such as PRNewswire, Nielsen, Motherly, HRC, and PFlag. However, there was limited information on LGBT households and their shopping behavior, and the information was not specific to millennial LGBT parents/households. After the exhaustive search, we decided to use the information on the general LGBT households' shopping behavior as a proxy for the millennial LGBT parents/households
shopping behavior, as there is no specific data or information regarding this specific demographic.
Sources
Sources
From Part 01

How Millennial Parents Are Raising Their Children Differently

verywellfamily.com
Publication Year: 2018
Quotes
  • "Married couples comprise 68% of parents in the 21st century, compared to 93% in the 1950's."
  • "According to Census.gov, between 2 million and 3.7 million children under age 18 have an LGBTQ parent, and approximately 200,000 of them are being raised by a same-sex couple. Many of these children are being raised by a single LGBTQ parent or by a different-sex couple where one parent is bisexual. "
  • "More women are choosing to be single parents each year. Once typical of only poor and minority women, this trend doesn't seem to be slowing down, as the stigma of being a single mother has been replaced by the choice by women to have children on their own. "
s

Size of millennial family

s1.q4cdn.com
Publication Year: 2017
Quotes
  • "The average number of children born to Millennial Parents is: 1.9"

Millennial households are earning more money than ever before—here’s why it may not be enough

cnbc.com
Publication Year: 2019
Quotes
  • "In 2017, 78 percent of women in millennial households worked at least 50 weeks over the course of the year; "
  • "Millennial households — those headed by people age 22 to 37 — are earning more money than ever: a median income of $69,000, according to a Pew Research Center analysis of new census data."

Why retailers should target millennial parents

retailleader.com
Publication Year: 2018
Quotes
  • "millennial parents are twice as likely to have a higher education degree"

Pet parents: The new, ultimate power players

alltech.com
Publication Year: 2017
Quotes
  • "The modern millennial family is being formed with pets instead of, or well before, the much later addition of children."

Who Are the Millennials? - Marbella International University Centre

miuc.org
Publication Year: 2018
Quotes
  • "For most educated women motherhood now begins in their thirties, reproducing at the slowest pace of any generation in the U.S. history."
  • "As a consequence, smaller families seem to be on the horizon. The largest percentage of millennials believe they will have two children."
  • "Since many millennials themselves are the children of divorced or absent parents, they want to break the trend of broken families. Perhaps this explains why around 80-90% of U.S. millennials want to either marry only once, or not at all."
  • "They cohabitate unmarried longer, but on a positive note, their divorce rates remain lower (for now). Alternatively, this generation strongly believes in domestic partnerships. You live together, share a domestic common life, and you are not married. You may or may not have a non-marital relationship contract, and you may or may not register in domestic partnership registries. "
  • "Furthermore, millennials are the first generation to show slow but steady rising trends among consensual non-monogamous relationships. It could become somewhat like the political hot topic of “same-sex marriage” they have stirred up."

New Research: “The Millennial Generation Becomes Parents” | Millennial Marketing

millennialmarketing.com
Publication Year: 2013
Quotes
  • "Hispanic population: 16% African American population: 12% Caucasian population: 61% Other minority population: 11%"
  • "Total labor force participation rate: 76%"

5 facts about Millennial households

pewresearch.org
Publication Year: 2017
Quotes
  • "In 2016, Millennials for the first time surpassed all other generations in number of household heads who were single mothers. Last year, 8.6 million households were headed by a single mother who lived with a child younger than 18."
  • "About 4 million of these mothers were Millennials,"
  • "By 2016, Millennials were heads of 4.2 million of an estimated 8.3 million cohabiting-couple households."

Millennials and the New Modern Family - Impakter

impakter.com
Publication Year: 2016
Quotes
  • "Since co-parenting is gaining in traction, websites like Modamily have been set up to allow adults to meet and raise children together platonically. As time goes on, platonic co-parenting, where people consciously decide to raise a child together despite never being romantically involved, will become increasingly common."
  • "Traditionally, the main family structure was the extended family. This was both a social norm, and a necessity. Families would consist of three generations: elderly parents, adult children, and their young children. The elderly would be cared for by their children, and in return would take a role in raising their grandchildren."
  • "This means that by the middle of the 20th Century, the nuclear family (parents and their children) became the quintessential family."

How Millennials compare with prior generations

pewsocialtrends.org
Publication Year: 2019
Quotes
  • "On the whole, Millennials are starting families later than their counterparts in prior generations. Just under half (46%) of Millennials ages 25 to 37 are married, a steep drop from the 83% of Silents who were married in 1968."
  • " Millennials – those ages 22 to 37 in 2018 – are delaying or foregoing marriage and have been somewhat slower in forming their own households. "
From Part 02

Study: In-Store Shopping Helps Millennial Parents Stay Within Budget

apparelmag.com
Publication Year: 2017
Quotes
  • "To test items, such as trying on clothing or testing electronics (63 percent) To include their child in decisions on what to buy (60 percent) To more easily compare products (48 percent) To get better deals (43 percent)"
  • "The survey indicated that 91 percent of millennial parents feel that they consider their child’s opinion when back-to-school shopping more than their parents did when they were young."
  • " These parents plan to do the majority, 72 percent on average, of back-to-school shopping in a store rather than online this year."
  • "A new nationwide study commissioned by Citi Retail Services has discovered that 65 percent of millennial parents believe shopping in-store enables them to more effectively remain within budget goals compared to shopping online. "

Consumers Still Like Shopping in Stores

emarketer.com
Publication Year: 2018
Quotes
  • "Digitally native millennials overindexed in their preference to shop in-store for a pleasant experience (47% vs. 41% of overall respondents). And touching on potential back-to-school shopping behavior, dads were more likely to shop in-store because they wanted to talk to a salesperson (28% vs. 17%), and millennial parents were twice as likely than average to frequent physical retailers for access to a personal shopper (10% vs. 5%)."

It’s (still) going to be a brick-and-mortar Christmas

retailleader.com
Publication Year: 2017
Quotes
  • "Where to shop: Coupons and discounts drive the store decision for moms (79 percent) and millennial parents (74 percent) (compared to 67 percent of all respondents)"
  • "What to buy: Coupons and discounts help decide purchases for nearly three-fourths of moms and millennial parents (compared to 64 percent of all respondents)"
  • "Store loyalty: The majority of moms and millennial parents (approximately 80 percent) say they will leave a store if they think an item can be bought for less elsewhere (versus 69 percent of all respondents)"
  • "Forty-one percent holiday shop at stores close to work on their lunch break or before/after work (as opposed to 27 percent of all respondents)"

Your Store May Be Scaring Off Millennial Customers

thenextbrick.com
Publication Year: 2019
Quotes
  • "Millennial parents, for instance, are highly digital and cost-conscious consumers who use their smartphones in-store to check product reviews, compare prices, and search for coupons and deals. Younger millennials, on the other hand, are more influenced by social media than their older cohorts."

NRF study finds millennial parents shop differently than those from other generations

nrf.com
Publication Year: 2018
Quotes
  • "The study found 78 percent use their phones to research products (compared with 58 percent of other parents), 75 percent to check prices or availability (also compared with 58 percent) and 71 percent to pay at checkout or place an order (51 percent)."
  • " In addition, 71 percent will leave a review, process a return or chat with customer service after purchasing, compared with 43 percent of other parents."
  • "Millennial parents are often in a hurry, and 86 percent have used same-day shipping compared with just 67 percent of parents from other generations."
  • "Subscription services – which can supply automatic refills and discounted prices on items such as diapers, formula and baby wipes – are used by 40 percent, compared with 18 percent of other parents."
  • "Once a brand gains the loyalty of millennial parents, they are much more likely to stick with it than other parents. "

Millennial Moms: Who They Are & What They Care About - Steadfast Creative

steadfastcreative.com
Publication Year: 2017
Quotes
  • " 80% of millennial mothers cite safety as a top priority, higher than value or price. Additionally, just under 50% of millennial moms list the use wholesome ingredients as a key deciding factor when comparing brands. The de-emphasis on price, and the raised emphasis on quality is also indicated by the use of coupons, which is done by around 65% of this group."
  • "According to Adweek, 51% of millennial moms value recommendations from other millennial moms, compared to only 35% of them valuing the recommendation of an ‘expert.’ When you consider that they are 50% more likely to ask for a recommendation than other mothers, and are asked their opinion on products 20% more often than other mothers;"

How Digital Research Impacts the Millennial Mom’s In-Store PurchasesRetail Robotics: Current and Future StateCoupon Ad Design Best Practices for Optimal ResultsThe Top 10 CPG Categories for Year Over Year Growth Explored

skulocal.com
Publication Year: 2017
Quotes
  • "In a survey of millennial moms, 43% said they prefer to do their research digitally and then buy in-store, while 22% make their purchases online, while only 40% of millennial dads say they prefer to buy online."
  • " Moms prefer to actually see a product before they commit to purchasing it, while dads tend to want to get their shopping done and move on. In addition, moms are more likely to be bargain hunters, meaning they will research prices online for the purpose of knowing a good deal when they see it in-store."
n

LGBT households - shopping

nielsen.com
Publication Year: 2015
Quotes
  • "LGBT households make 10% more shopping trips in a year than the average U.S. household,"
  • "LGBT consumers are spending more at specialty retailers than the average U.S. consumer"
  • "Online e-commerce continues to have strong traction with LGBT households, as they spend 35% more on online purchases each year than non-LGBT households. "

LGBT Adults Strongly Prefer Brands That Support Causes Important to Them and That Also Offer Equal Workplace Benefits

prnewswire.com
Publication Year: 2011
Quotes
  • "The new national survey found that nearly three-fourths (74%) of LGBT adults are likely to consider brands that support nonprofits and/or causes that are important to them as a LGBT person"
  • "nearly nine out of ten (87%) LGBT adults say they are likely to consider a brand that is known to provide equal workplace benefits for all of their employees, including gay and lesbian employees."
  • " Seven out of ten (71%) LGBT adults said they are likely to remain loyal to a brand they believe to be very friendly and supportive to the gay, lesbian, bisexual and transgender community "even when less friendly companies may offer lower prices or be more convenient.""
  • "With regard to advertising, nearly half (47%) of LGBT adults are more likely to consider purchasing a company's products or services when they see an advertisement that has been clearly tailored to "a gay audience with gay imagery and people and speaks to me as a gay person"
a

Wonder

askwonder.com
Publication Year: 2019